Content Marketing - DIY or Paid? The complete guide to the cost of legal marketing
Making great content that builds trust with your clients is critical no matter the size of your business.
Great content can make you stand out as a thought leader, build trust in your expertise, and give clients insight into why they should use your services.
Great content is not just about authority, it is about GIVING value to clients about things that interest them.
You should aspire to stand out in your niche as the “go to person”. That is what thought leadership is all about and is critical to setting your business up as “trusted advisers”. Trust is built through content over time that is consistent and valuable.
Why are we so passionate about content? Because we built a national brand off the back of a great podcast and blog that more than 15 x our website traffic.
The key question is not whether you need content, but how to make enough.
Most businesses try and do their own blog content. We know because we have to read a lot of it on LinkedIn and it makes our heads hurt. It usually involves talking about a change to a law, a service you provide, or something equally boring to your client. It is possible to overcome this with application, so if you are going to be creative give yourself permission to actually make something interesting, in a form your client wants to consume.
What do they want to read/ listen or watch?
How are you giving them value?
Is it interesting enough to get their attention?
What is important to them?
Is the piece improving the way the audience/ client perceives your brand?
These are some of the key questions to ask every time you write a piece of content.
To do so most people will need a lot of practice.
So start a secret blog, write on topics outside the norm, do an online course on copywriting, read lots of articles and listen to podcasts. Write 20 pieces, get feedback on them, and go back and make them better.
Can you become a great writer? Yes. It is just time and effort.
Beyond blog articles the other side of the written content coin is creating pieces of value for your clients. They could be downloads that they can get off your website (in exchange for their email address) or something you give them as part of your on-boarding process. These will usually include an extensive design element as well as the copy. You can use resources like Canva, Google Slides and other design tools to make valuable content for your clients if you have the design skills. Remember to make something that is valuable to your client and can lead them to taking an action (like contacting you!!) and don’t be afraid to give away your best stuff! You are the trusted expert that can help them remember!
There are lots of options if you want to get your blog and other content made for you. Again it is largely dependent on the quality you want and how you want to manage it.
Can you get a blog writer in the Philippines, India or Poland to write your articles? Yes. This can, quite obviously, be very hit and miss.
Firstly the type of articles they will be able to write with limited supervision are unlikely to be what you want your brand known for. If you do find someone great then you have to train them and provide them with much of the content anyway.
Finding a writer in Australia or the US is another option, and good one's will work with you and be able to produce solid content.
What you pay for a good writer is going to be significantly more and they will still need to engage with you in a research process for most pieces so factor in this time as well. Expect to may anywhere from $100 to $500 an article for a 650 word blog piece. This is generally broken up into an hourly rate of $50-$150 an hour depending on the writer's experience. It is a big range because there is a big difference in quality.
Obviously for technical writing on specific subject matters you are going to need someone with the expertise. This can be hard to find if people have no legal training. This is why we employ law students and former lawyers to help with the more legally focused articles clients have us write for them.
Hiring someone to join your team to write on a casual basis is another option. A lot of firms make the mistake of hiring people with one skill set (like copy) and expect them to also do design, ads, imagery and social management. If you do hire someone internally to write factor in all the ancillary costs when you are working out your bottom line cost per hour.
Finally there are lots of agencies out there who will write for you. Unlike individual writers they will usually have a broader gambit of work and factor your written content into your social media efforts. Most agencies will offer packages of various prices and inclusions with blog writing or content creation just one part of the whole. The benefit of this is that you can save money by bundling these services together and most importantly ensure continuity across your content. A good agency should have a set process to help “extract” all the relevant information from you to write their articles. We like to interview clients about topics in advance so we can include quotes and your opinion in our pieces.
We explore specific pricing for this in the social media post as generally they will go together.
Hot tip: If you want to create content you need to be consistent! We'd suggest at least two pieces of strong written content a month to your target audience. Whatever you do though it makes a huge difference if you can automate it and get someone else to take it off your hands as a business owner. Having to worry about ideas yourself and making it a priority when you are juggling other things is stressful and tends to mean people aren't consistent enough as something new always comes up.
For more in this series check out:
Want help making great content that wins you more clients? Get in touch here or drop us an email at [email protected] and we’ll answer all your questions and design a plan that works for your business.
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